Demand Generation

Demand generation is the process through which a business integrates marketing and sales to move potential buyers down the sales funnel from interest to payment. The BrightTALK demand generation community is made up of thousands of professionals sharing and learning best practices for engagement marketing, demand generation and lead scoring and nurturing through interactive webinars and videos. Register and join the conversation to attend live webinars and have your questions answered by demand generation professionals and thought leaders.

The B2B buying process can be long and complex. But if marketers want to be successful, they need to understand what buyers really do to arrive at their final decision. What kind of information do they seek? And where do they get it from? And who does the buying – how do the different parts of the decision-making unit interact? Do B2B buyers use social media? And what are the characteristics of the suppliers they choose – as opposed to the also-rans who missed out?

This presentation looks into findings from the recent Buyersphere Report and raises a number of fascinating points that will both interest and inform B2B marketers who want to understand their target markets more fully.

More specifically, the session will cover:

-B2B buyers’ description of their ‘perfect’ supplier
-Insight into content preferences
-Analysis of channels used to gather information
-The composition of the buying team, including involvement of C-level
-Tips on how to engage buyers during the buying cycle

In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

Show Me Your Stack is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business. Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

About Doug Sechrist:

Doug Sechrist is Vice President of Demand Marketing at Five9, the leading provider of cloud contact center software. Before joining Five9, he served as Vice President of Demand Generation at Eloqua as well as Taleo. He has also held Corporate and Field Marketing positions at ZANTAZ, an Autonomy Company, Intira Corporation, and Ascend Communications.

Partners are incredibly valuable when it comes to B2B marketing; they can unlock your marketing potential by accessing a wide customer base. But there are also some challenges: keeping control of content and channels while maximising the impact of your initiatives.

In this webinar we will show you how Microsoft used their partners to amplify their content through social media.

As technology investments are increasingly important to marketers, the marketing operations function is developing rapidly within organizations. A relatively new role in the marketing world, this function is becoming essential as marketing teams adopt and integrate more tools and technologies.

For those modern B2B marketing teams who are using webinars as a demand generation tactic, it is critical from a process and efficiency standpoint that the right webinar program metrics are being tracked across those investments: webinar platform, marketing automation and CRM. Join this session to learn how best in class marketers are successfully structuring, reporting on and measuring their webinar programs.

This session will highlight best practices to achieve webinar program success, including:

- Reporting on webinar program performance and ROI
- Scoring webinar data in your marketing automation system
- Routing webinar leads and engagement information to sales
- Establishing a set of webinar program KPIs

1. develop a messaging strategy based on "mobile moments"
2. intelligently message your guests "in the moment" based off where they are in their shopper journey
2. leverage a users context: where they are, where they’ve been, what they like and how they want to receive messages
3. use targeting to boost mobile message response rates four to seven times greater than non-targeted messages

Event sponsorship can be the biggest purchase a marketer will make. If done well, events provide a unique platform for face-to-face interaction with prospects, which is unrivalled through other marketing programmes.

However, with a growing focus on ROI, they can also be a costly mistake if not executed correctly.

In this webinar, Phil Cooper from Closer Still Media will use his experience of organizing one of the largest cloud computing tradeshows in the world, to share success stories and practical tips that will leave you stand full to bursting.

What tools do other marketers use? Find out in Lattice's Special Sauce Series: Show Me Your Stack! with Influitive VP of Marketing, Jim Williams.

In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

Show Me Your Stack is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business. Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

About Jim Williams:

Jim Williams is a veteran marketer for early and growth stage tech companies. He loves bringing transformative concepts to market. Before joining the Influitive team he held marketing leadership roles at Eloqua, Unveil Solutions, Lernout & Hauspie, and several PR agencies.

Think about it - your customers have a very intimate relationship with their mobiles. Beware!

It’s amazing how many marketers still enthuse about their “mobile first” approach to digital. Sure, many of you will have over half your web traffic from mobile devices, and most of your social engagement of smartphones.
But what about the unique mobile customer?

Drawing on case studies from Amazon, Clever Cards, FT.com, Selfridges and Starbucks, this 45 minute session looks at how to deliver the best mobile customer experience in your sector.

- Create a great first impression - any screen, any time, any place
- Wow the early adopters - win the hearts & minds of your greatest fans and resellers
- Develop exceptional UX - across sites, apps
- Make it personal, keep them coming back for more - across the whole customer journey

Hear how Hilton Hotels, Adobe and Dell have launched successful Employee Advocacy Programs to achieve key business results. The case studies will include organizational adoption challenges, lessons learned, popular content employees like to share, plus how to sustain the program through rewards and recognitions.

You know your employees are your best brand advocate. You want to help them engage with your customers. How will you tie an employee advocacy program back to revenue? This case study will define how to build your employee advocacy program to amplify paid asset, earn additional marketing reach, drive to your owned content, and ultimately deliver ROI.

Creating a great digital customer experience is about incorporating a digital footprint with a business’s products or services. It can be difficult to define but it is easy to understand. It combines client needs with marketers’ desires to create interactions and communications that drive brand loyalty. This in turn creates loyal relationships that are focused and personal. The net benefits for marketers are efficiency in techniques and marketing automation leading to KPI’s being met. Through different client case studies we will show you how digital customer experience KPI’s have been exceeded by understanding and creating personas that allow for tailored and personal experiences. All this will help you to clearly understand your analytics and manage your customer experiences’.

Winner of several awards, including DIA Omni-channel and Global Markie award for best Cross-Channel Marketing Program, Tivoli Gardens, Denmark’s number 1 tourist attraction, will share in on its lessons delivering customer experience across all channels.

Even after 170 years, Tivoli Gardens is still gearing up for the future. Tivoli Gardens aim to deliver a personalised, omni-channel visitor experience: Internet, mobile, email, social – as well as the physical park experience.

Hear Tivoli Garden’s vision for tomorrow’s digital marketing, which they, together with their agency Magnetix, aim to bring to life: Current strategy, roadmap, results and their take on key success criteria.

You've built out your sales and support organization, but now you need to focus on driving adoption and usage of your products so you can secure the renewal. How do you go about doing that? What are some things that you should consider in building out the team?

Join this webinar featuring guest speaker, Samantha Loveland, VP Customers For Life at FinancialForce.com to learn how to build out your Customer Success journey.

Join SuccessFlow’s MD, Mark Donkin, for our New Year webinar that will provide the latest insights on how to create and implement a successful Content Marketing strategy. If you want to increase your sales and marketing activities in 2015, we can provide you with the necessary knowledge.

Demand generation sits at the heart of B2B marketing activity. And a key responsibility of marketing is to effectively communicate with and nurture prospects until they become sales-ready. In the current age of buyer empowerment, the challenge for marketers is greater than ever before – having to listen, understand and respond to buyers’ behaviours across a plethora of channels.

In this webinar, hear from Alex Aspinall (B2B Marketing), Ray Coppinger (Marketo) and Phil Ledger (Ledger Bennett) as they outline why marketers need to think about generating demand rather than leads, how they need to set-themselves up to succeed and why they need the right metrics to support their demand generation activity.

Events matter. Join Heidi as she breaks down the modern conference and what you need to do as a brand to be successful at them.

She’ll cover how in-person engagement can drastically change your future pipe, as well as, your existing customers’ experience with your brand. Including, what events do for your brand image, the challenges every business faces at events, and Marketo’s success secrets.

Given the savvy B2B buyer of today, marketers are challenged with providing relevant content to buyers even before their initial contact with a sales team member. To address their buyers' needs effectively, marketers need insight into a buyers' interests at a defining level. So, how is it possible to sift through all of the noise to identify what the buyer is looking for and provide a personalized experience?

Join us in this upcoming product demo as Phil Simpson, Sales Manager at Pardot, explores how Pardot marketing automation can help your marketing team address this challenge and deliver timely, relevant content to buyers, while simultaneously moving them successfully through the sales funnel.

We all know that Net Promoter Score is a useful tool to track consumer advocacy over time. But did you know that studies have proven that increases in NPS correlate directly to significant growth in revenue and market share? In fact, there is even a stronger correlation between reducing detractors and increasing revenue.

Given that, I am sure you will agree that it is absolutely crucial for us to understand and optimize customer experiences in order to attract and retain brand promoters while minimizing brand detractors. But, even with all of the data available to marketers, it is challenging to determine how to efficiently and effectively improve experiences and nurture advocates. As it turns out, the scores are important - but the context behind them is what is critical to success.

That is we are so excited to announce the next iteration of the Brand ManageCamp Webinar Series ( http://brandmanagecamp.com/webcasts/ ). Please join us at 1pm EST on Wednesday, February 11th as Adriana Smith of Reliant Energy and Lisa Wall of iModerate detail how Reliant Energy gained important context behind their Net Promoter Score using a new, innovative solution - (iM)merge Analytics.

During this free webinar, you will learn how this deeper understanding has enabled Reliant to align a team towards an internal goal, stem detraction and increase loyalty in their customer base, and stay ahead of emerging trends. You will also gain insight into how you can make sense of consumer commentary, ranging from survey verbatim to social to product reviews and much more.

In 2015, marketers will be challenged to think more strategically about the content they produce and how it is leveraged to drive demand for their business. With the abundance of information at the buyer’s disposal, webinars have become a critical tactic for converting prospects further down the education and buying cycle. Yet, the art and science of a successful webinar program is evolving rapidly.

The insights from the 2015 BrightTALK Webinar Benchmarks Report were generated from the thousands of webinars on the BrightTALK platform in the past year. This data-intensive webinar will include highlights from the report and discuss a number of easy-to-implement strategies for driving demand with webinar programs, including:

- How to plan webinar promotions
- What to expect during a live webinar
- Which features are driving the most engagement
- How to utilize webinar data to convert leads to opportunities

Join Baxter Denney, Director of Marketing Operations at New Relic, as he gives you a view into the anatomy of a high-impact Marketing Operations team. Baxter will share with you how a world-class Marketing Operations team can drive high growth within your organization.

You’ve probably heard about companies that are evolving their traditional lead scoring practices to a predictive scoring approach, but you might be wondering how it really works, what kind of companies need it and how it really drives value.

Get a glimpse into why marketers are adopting predictive scoring, how it compares to traditional scoring and what you should consider before you deploy. We’ll also look at some creative, out of the box use cases and review some case studies for how to successfully adapt your marketing and sales process to a predictive scoring model and handle the subsequent change management.

Investing a lot in content marketing? Make every pound count by ensuring you’re using every persuasion technique in town to encourage prospects to click, share, download and sign up. You don’t need design or technical support – just word power. We’ll share a host of case studies and examples showing how a few simple copy optimisation tricks could make you a content marketing hero.

Marketing and sales each have their unique role in the B2B buyer's journey. Both teams share in the responsibility of closing deals. When it comes down to driving revenue, these two groups need to be in lockstep — armed with killer campaigns, insight into prospect activities, and the ability to read the buyer’s mind so they can deliver relevant resources throughout the sales cycle. Enter the Pardot and Salesforce powerhouse.

Join us as we take a look at how Pardot unites sales and marketing. Walk through a short demo with Phil Simpson, Sales Manager at Pardot, and learn how both teams can benefit from the power of Pardot and Salesforce to create more opportunities, close more deals, and, ultimately, boost their company's bottom line.

As technology investments are increasingly important to marketers, the marketing operations function is developing rapidly within organizations. A relatively new role in the marketing world, this function is becoming essential as marketing teams adopt and integrate more tools and technologies.

For those modern B2B marketing teams who are using webinars as a demand generation tactic, it is critical from a process and efficiency standpoint that the right webinar program metrics are being tracked across those investments: webinar platform, marketing automation and CRM. Join this session to learn how best in class marketers are successfully structuring, reporting on and measuring their webinar programs.

This session will highlight best practices to achieve webinar program success, including:

- Reporting on webinar program performance and ROI
- Scoring webinar data in your marketing automation system
- Routing webinar leads and engagement information to sales
- Establishing a set of webinar program KPIs

This webinar will be presented by Grant Johnson, VP of Strategy at ClickMail and Brian Steacy, Regional Director at Adestra. Grant and Brian will look at these two key marketing tactics and explain how they can form the basis of a successful marketing program.

You’ll learn more about:

The importance of email marketing
How to make sure your emails get in your subscribers inboxes
Ways to grab the attention of your recipients
The growing influence of content marketing
How to build content that engages your audience
Testing to optimize your customer journeys

Boosting the Operational Efficiencies and Effectiveness of the Modern Marketing Organization

It is undeniable that the customer experience is a complex and ever shifting landscape, defined and initiated by the customer and spread across an online and offline landscape that is growing with every decision and journey. But how has this complexity impacted marketing’s operations? How are leading organizations managing everything from budgets, strategies and assets to core resources, tracking strategies, activities and outcomes in this ever expanding and increasingly complex business landscape?

As marketing continues to focus on delivering exceptional customer experiences that are highly rewarding to the customer—and increasingly profitable for the business— savvy CMOs are looking to improve operational efficiencies to create truly agile and effective business engines.

Join the CMO Council as we examine this quest for marketing effectiveness and impact, and see what brands and leading experts believe will take us to this next stage of truly effective marketing performance. How are successful teams reshaping how resources and relationships are being managed? How do highly effective organizations align their talent and technology to deliver high-impact customer experiences? How are resources, assets and strategies being tracked, monitored and measured in order to reach key business goals faster? How are highly effective marketing teams thinking about budgeting, planning, asset management and campaign management to meet the needs of the business and advance at the speed of the customer?

The job description of a content marketer has evolved dramatically over the last few years. Having initially morphed from a creative function into a publisher/distributor role, we are now entering the era of the next generation content marketer - not only capable of creating and distributing compelling content, but also with technical, operational and analytical acumen to develop, refine and measure campaigns.

In this live video panel, experts will discuss what it takes to be a leading content marketer in 2015. From buyer journeys and personas to usage management, format innovation and analytics, this video will discuss the role and responsibilities of a next generation content marketer.

Testing is a key element of any marketing initiative and is often reiterated through the common mantra ‘Test it, test it again and finally test it’. User Acceptance Testing (UAT) of a new marketing solution is critical in the success and capability of your marketing efforts, so how is this approached and when do you know you have succeeded or not?

In this session, Jim Roberts will look at the key elements and approach to the testing and validation of a marketing solution. He will explore the best approach, the key elements to consider, and how to determine a successful test.

With the economy emerging from recession and businesses looking for new opportunities to reach, engage and attract new and profitable audiences, it is no wonder that talk of “going global” is spreading. According to the CMO Council’s own “State of Marketing” study, 86 percent of senior marketing leaders are looking at global markets thanks to new market sizes and opportunities. And the majority (48 percent) also believe that presenting a strong story via optimized digital channels is the best path to success.

Despite the opportunities that new global markets present, there are also significant challenges and pitfalls that marketers must avoid to ensure that a relevant, contextual and robust customer experience is actually being delivered in a way these new global audiences understand and value. This is not just a conversation about how to translate a website. In fact, this is often where so many globalization strategies fail. This is a call to turn great digital experiences into globally relevant engagements, regardless of where customers live or what language they speak.

Join the CMO Council for an in-depth discussion into the new mandates to reach and engage the digital global customer. Experts from Lionbridge, Esri and ISITE will share their perspectives on where and how new strategies must be outlined to address the complexities of staging globally relevant conversations in the new digital world, regardless of whether this new customer is across the ocean or just across the street.

Some key issues to be discussed in this interactive webcast will include:

•The new expectations of the global customer—and a call for relevance across all channels
•The complexities of language, content and engagement
•The impact of globalization on the bottom line: Are real-time experiences making real advancements in profitability and loyalty?

Marketers often say that they want to be more metrics-driven or that they want to be able to show marketing’s value. In this session we will discuss the ways you can collect the metrics that prove the value of marketing, so you can regularly review and take action on the data. We will also cover the value of benchmarking in order to refine your processes and improve the effectiveness of your marketing efforts.

Analytics are key to making your company agile, and to making better market, customer, and competitive decisions. An analytics center of excellence provides the company with valuable insights, protects privacy and brand reputation, and guides the prioritization and selection of opportunities for greatest growth. Join Laura Patterson in a discussion about:

· How an Analytics Center of Excellence make a difference to the company, customers, marketing

· What is an Analytics Center of Excellence, establishing its purpose, and creating the vision

· The key functions and capabilities needed

· The journey’s key stages, associated challenges, and what do you need to do to get to the next step

· What metrics you should select to measure the value and impact of an Analytics Center of Excellence

Predictive analytics is old news in the B2C world with companies like Amazon driving as much as 35% of revenues through their recommendation engine. But over the past year, B2B companies have been adopting this powerful technology to better understand purchase propensity and focus their resources on the highest converting leads, most effective campaigns and best customer expansion opportunities.

Learn about the most common uses of predictive scoring to prioritize leads for sales and hear how three Lattice customers creatively put their predictive scores to use to increase conversion and campaign performance rates.

BDB’s head of PR Alison Owen and guest speaker Fiona Steggles will talk through how to get the most out of every contact with the media. She will cover
-How to prepare for a media interview
-How to avoid answering tricky questions
-How to turn every conversation with a journalist to best advantage

Early on expectations from B2B buyers in their journey set the stage for marketing and sales to work together. As leads flow in, an agreed-upon plan and process should be in place for lead identification, distribution and follow-up. This optimized plan and process can make a huge difference between smooth sailing or rough seas in the next steps of the journey for the marketing and sales teams and most importantly, the buyer.

So, what does this process look like, and how can an optimized lead process affect not only the quality of the buyer's journey, but opportunity generation? Join Isaac Payne, Marketing Operations Specialist, and Ali Gooch, Sr. Sales Manager-both of Pardot, as they explore and give us tips on how we can get the most out of an optimized lead process.

Almost all Lead Generation messages are aimed at the conscious mind. But since humans function 99% SUBconsciously, these messages are meaningless to them. In this presentation attendees will learn how to create Lead Generation messages that activate the subconscious mind, so they get opened, read and responded to at dramatically higher rates then conventional messages.

The All Blacks are the most successful sporting team on the planet – with an extraordinary winning percentage of 94% over the last decade. But it hasn’t always been straightforward. In this Webinar, best selling author, speaker and consultant James Kerr explains how the world’s most successful sporting team hit rock bottom in 2004 and how they used language, ritual and storytelling to turn their fortunes around. The lessons are directly applicable to achieving a sustainable high performance environment in whatever field you compete in.

James Kerr is a bestselling author, speaker and leadership consultant specialising in high performance business, sport and military environments. Recent clients include the US Navy Seals, the FBI, UK Sport, the English Rugby Football Union, UK Swimming, UEFA, the Premier League, HSBC, Shell, Adidas and the Savoy. His latest bestseller, Legacy, reveals 15 leadership lessons from the world's most successful sporting team, the All Blacks, and he is a regular contributor to broadcast and print media including the Guardian, Times, Daily Mail, Bloomberg, BBC and the Telegraph. He lives in London.